Wanda Mall O2O Declassified (ii)--the advantages and disadvantages of the mall O2O

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Author Note: This is the @ booth Bai on the O2O of the second series of articles, continue to the Wanda Electric Business, "alternative electric Dealer"-Mall O2O analysis of the road to explore. Most of the data from the Internet, the industry and the views of Wanda is purely personal opinion, if there is a similar or improper, please understand.

The article discussed the "General Integral Alliance" and the difference between the points, next, this article will focus on "mall to carry out O2O advantages and disadvantages."

When we analyze the shopping mall (that is, large shopping malls) marketing model Choice, first of all to comb the current mall encounter challenges, in the end is what?

First, in essence, the mall is a line of sales and product promotion channels, this channel after decades of development, cultivate a large number of loyal urban household consumers, these consumers to the weekend shopping as a family entertainment, a part of life.

However, when the rise of Taobao and other electric dealers, a large number of value-for-money consumers and figure convenient young people are attracted to the ranks of online shopping, so that the mall lost a large number of consumers. So, the first challenge of the mall is actually, the new "Internet electric Business" channel squeezed the "traditional" channel market space, let the offline mall reduced to "fitting room"!

Second, the Internet's greatest charm is that online behavior can be "tracking" and "guidance." Through the online browsing, sharing, activities, purchase and other information analysis, online merchants can easily understand the consumer's purchase demand and potential purchase demand (the page often appear "Guess you like" is this attempt), which makes the network recommendation cost is very low, and consumer satisfaction is easy to improve.

On the contrary, the marketing of the offline mall is always extensive, whether it is advertising in the store, outside the publicity, even the star hype are advertising-style. In the end, sales have been sold and sales have plummeted. Obviously, the second challenge for the mall is that there is no consumer data to carry out valuable precision marketing.

Third, the Internet marketing from the first day, it is very clear that users have the world. For consumers, the network cost of choice is almost zero, so all the network companies from the first day, is to "user experience" as the center, any business and network activities, are to consumers feel a word "cool", only then there may be a foothold. and the traditional offline mall is the early development of department stores, he/they from the consciousness and thinking, there is no "user is God" view. (See the Netizen to Suning Mall, Suning easy to buy spit trough, know the traditional enterprise net is a how difficult thing!)

Now, consumers have been pampered "comfortably" by electric dealers (24-hour shopping) dissatisfaction at any time, if the complaint, the merchant can directly lead to falling stars, etc., but to the offline mall (or a shop on the online store) the courtesy of the difference is big enough to make consumers hesitant. Thus, the third challenge that the mall encounters is, whether from the consciousness, the method, the rule, to "the user experience" the practice, compared with the electric quotient, really is "the difference thousand Miles".

When we analyze the challenges faced by the mall, then look at the mall in the "attract consumers" aspect of the advantages.

A lot of consumer behavior (including fitting, tasting food, hairdressing, immersive music, professional requirements of the use of family equipment training, etc.) is only to participate in the field, can really feel its fun. These are the "experience patterns" that the mall bosses often talk about. (Unfortunately, due to "group purchase" and other online varieties of the launch, the content of the experience industry has also been fully moved to the Internet, in essence, group buying is also a channel, its introduction is obviously let the experience of business, the original want to rely on the people of the Mall to do business, change the way to do not cost expensive rent, It can attract people with a low price discount. As a result, the value of channel space in the mall is further squeezed. )

But after all, the experience of the business needs to go to the store consumption, the electric dealer this channel can not completely replace this consumption mode. From this, the first advantage of the mall is that the experience of the mode of consumption is the store, so a large number of consumers, whether through group buying, electric business shopping, or network booking, will eventually go to the mall, the influx of people become the inevitable choice.

Second, even a Taobao shopping spree, most of the shopping behavior will happen online, even the typical otaku female (usually most of the time to lock themselves at home, relying on online shopping, games, online video, etc. to meet their most "desire" and "fantasy" groups), he/she will have a personal life, Also with friends or family, leaving the house to go shopping, to spend, to make friends, to "touch the atmosphere." Because, people are a social animal, have friends, interaction, exercise, enjoy the needs of life, and all these needs need to go to the center of a city to complete. This is the second advantage of the mall. Mall is the center of the city, it provides people to communicate, communicate, enjoy the needs of life services, and these needs are not replaced by the network.

Third, the modern mall usually area of 50,000-200,000 square meters, most of which can accommodate more than 100 businesses, involving eating, drinking, playing, music and other categories. In order to meet the rising demand of modern consumers, the business and layout of the mall has made great efforts in consumer experience innovation. Once or are shopping consumers, often to a large shopping malls, is always easy to be the scene of the lively and activities of the infection, shopping impulse and enjoy the consumption of the intensified. Therefore, the third advantage of the mall is that the scene of various promotional and activities, become consumers to increase the amount of purchase and repeat the best means of purchase.

Above is I to the mall O2O in the development process has the superiority and the inferiority analysis, for everybody reference. Mall should be in the Internet tide to attack the Internet as the medium, strengthen their own advantages, to make up for their disadvantage, can be victorious.

(To be continued)